De Beers Celebrates New Collection in London

SHINE ON: It’s all change at De Beers Diamond Jewellers, which is planning a series of retail openings under its new sole owner De Beers, and has tapped Fan Bingbing to star in a new global campaign, which was shot by the Chinese visual artist Chen Man and will launch internationally next year.
François Delage, chief executive officer of De Beers Jewellers, said locations are set for Moscow, Russia and Riyadh, Saudi Arabia, before the end of the year, while two additional doors are planned for the first quarter of next year, although he would not specify the location.
Asked about De Beers taking 100 percent control of De Beers Diamond Jewellers, which was founded as a venture between De Beers and LVMH Moët Hennessy Louis Vuitton, Delage said, “It’s a change for the best, I call it a homecoming. Our heritage lies in diamond mining, in rough diamonds and by taking ownership of our operations, we’ll be able to take charge and highlight that heritage much more.”

François Delage and James Artherton
Courtesy Photo

Last March, the De Beers Group took full ownership of the retail operation, purchasing LVMH Moët Hennessy Louis Vuitton’s 50 percent shareholding in the company.
Delage was working double-time this week,

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